Paul Sesay, founder and CEO of Inclusive Companies, told the Guardian that his National Diversity Awards, which is sponsored by organisations including Amazon, Auto Trader and HSBC, were being rebranded to include words like ‘wellbeing’, ‘belonging’ and ‘culture’.
He added that even job roles are being renamed: “It’s no longer heads of DEI, it’s heads of culture, heads of people, heads of wellbeing,” he said, in the Guardian's article.
In light of political shifts, budget cuts and the backlash towards DEI work, HR and inclusion leaders have stepped in to challenge the hostile landscape by founding and joining the DEI by Stealth movement.
The idea for the movement was sparked by a conversation between Ursula Tavender, cofounder of The Inclusive Workplace events and consultancy business, and Dante Frederick, EDI and wellbeing lead for the Great British Railway Transition Team, in March 2025.
Tavender told HR magazine, “DEI by Stealth is about protecting the simple, powerful belief that everyone deserves the chance to access good work, and to be valued, safe and respected while doing it.”
Read more: How will Trump’s anti-DEI policies affect programmes in the UK?
The movement is a WhatsApp community of DEI leaders creating a space of solidarity to share resources, exchange ideas and real-time problem solve. Organisers hope that the group will be a place for DEI leaders to connect, and tailor discussion for relevant strategies and solutions to address rising pressures against DEI.
The movement is aimed at developing an industry-wide alliance of community leaders for mutual support and collective action. Members are encouraged to challenge existing strategies through discussion, shifting language and applying creative methods to integrate inclusion.
“We’re seeing a real change in the climate around DEI: more scrutiny, less funding and rising resistance,” Tavender explained. “But that doesn’t mean the work stops. It means we have to be more creative, more collaborative, and a little more stealthy.”
Speaking to HR magazine, Sesay said: “I’m encouraged to see professionals and companies pushing against the DEI backlash through creative means by reframing their language and adapting their activity.
“Culture change is the core principle of equity, so let’s not shy away from the need to transform our approach to protect DEI ideals. Like society, the language and action to deliver DEI is ever-evolving; this latest transformation of tactics and tone could be the next development in the drive for equity.”
The DEI by Stealth movement has employee wellbeing at the heart of its ethos, aiming to achieve diverse practices, improved workplace culture and equal opportunity for all. With diversity.com’s 2025 DEI Workplace Report citing that nearly six in 10 employees believe discrimination is still present in workplaces today, pushing for true inclusion in workplaces is increasingly essential.
Read more: Organisations' biggest DEI mistakes – and how to fix them
The DEI by Stealth group offers access to a video case study library showcasing real-world examples of leaders nurturing inclusion. There is also a podcast series in development, to share stories and amplify voices for wider audiences.
Success will be measured by the number of participating leaders, the levels of engagement, and how shared strategies in the movement influence policies, initiatives and programmes, Tavender explained.
“This isn’t about retreating, it’s about regrouping,” Tavender continued. “We’re quietly building momentum, even if it’s not always visible at the surface.”
She added that DEI by Stealth strives to build strength in numbers and provide critical guidance to HR leaders for navigating DEI pushback in workplaces. By sharing resources and insights, it can support leaders in establishing inclusive workplace environments everywhere.
“Everyone deserves the chance to access good-quality work, and build a decent life for themselves and their families,” Tavender concluded.
To join the movement or learn more, reach out to Ursula Tavender or Maddy Cole, founders of The Inclusive Workplace.
